Walkers turned crisp placement into national debate, growing lunch share, value and returns.
In the UK savoury snacks category, the ‘sandwich-and-crisp' option was losing ground, being chosen on 26m fewer lunchtime occasions.
This paper explores how Walkers countered this market-wide decline with ‘Are you CrispIN or CrispOUT?’, a high-fame platform built on five years of ‘disguised repetition’ with executions that were fresh yet familiar.
Evidence is presented that by turning a snack into a polarising national debate, Walkers reached 95% of UK adults and made them pick a side. Despite a 27% price increase, the brand grew its share of lunch occasions by 51%, adding £36m in value with a £3.38 ROI.